Tüketicilerin ortak tüketim eğilimleri: Moda sektöründe Pakistan'daki tüketiciler üzerine bir araştırma

The aim of this research is to determine the collaborative consumption tendencies of consumers in the fashion sector in Pakistan. In the research, consumers' tendencies are examined in terms of perceived benefits, perceived risk and trust. The research employed a quantitative methodology. The population of this research consists of Pakistani consumers who receive services from second hand online fashion companies. A convenience sampling approach was utilized to determine the participants of the research. A total of 100 participants were reached within the scope of the research Using exploratory factor analysis, t tests, ANOVA, and regression models, data were analyzed to explore the relationship of key variables. According to the explanatory factor analysis results, the benefits perceived by consumers from collaborative consumption consist of two factors: access to products suitable for the situation and entertainment. According to the explanatory factor analysis results, the perceived risk and trust variables also exhibit a one-dimensional structure. Participants perceive examining, discovering products on second-hand online fashion sites and receiving service from these sites as highly entertaining. Participants think that they reach suitable products from these sites when there is an event or meeting they will attend outside of their daily routines. In addition, participants have a moderate risk perception regarding the products on these sites. Participants' trust levels regarding the service provided on these sites are also above average. Married participants' perceived risk and access to products suitable for the situation tendencies are higher than unmarried participants. Participants' perceptions of